When using a WSHttpBinding in WCF with reliableSessions enabled, my service reference updates itself to:
You cannot set the maxRetryCount on a standard wsHttpBinding configuration. In order to set that value, you need to create a separate custom binding and then reference that from your service or client config:
Defining a custom binding isn't hard - but you need to make sure you specify the elements that make up the binding in the right order - see the MSDN docs on custom bindings for a reference.
If you want to share the custom binding configuration between server and client, you could also put that section into a separate bindings.config file, and then reference that external file from your web.config/app.config:
Visual Studio will complain about this and show red squiggly underlines - but trust me - the technique works, I use it in production every day (the Visual Studio XML schema describing the config stuff isn't complete and accurate).
Marc